How has Web 2.0 changed the face of advertising?

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WEB 2.0




First of all, you may be thinking to yourself "... What is Web 2.0?"

Web 2.0 is the second stage in the development of the internet, which is growing more and more every second. Web 2.0 emphasizes the change from the classic static web pages, to more user-generated websites, such as YouTube. The term was first created by Darcy DiNucci way back in 1999 but was later popularised years after by Tim O'Reilly and Dale Dougherty at the O'Reilly Media Web 2.0 Conference which was held in 2004. 

 All thanks to Web 2.0, advertising was crucified and reborn. Web 2.0 created a new generation of advertising and marketing in the world of newly discovered social media and has sprouted drastically since is started in 2004 (beginning with banner ads). Since then, advertising your product through social media has become a huge success and is one of the many most effective ways to reach a bigger audience. According to the statistics, the average American views approximately 3,000 advertisements in their daily life and they do not even realize it. Web 2.0 popularised social media and brought digital advertising through the internet to what it is today. 

Now, moving on to above the line and below the line advertising, which are the 2 different advertising sectors that determine how popular the advertising strategy is. Above the line (ATL) advertising was popular way before Web 2.0 was even introduced. ATL advertising wasn't affected much by the introduction of Web 2.0 because it is based on more traditional methods more than digital. Although, Web 2.0 did increase its effectiveness. It managed to do this because Web 2.0 manages to reach a bigger audience through social media and can bring a whole new branch of people to the product.

On the other hand, below the line marketing was effected highly by the introduction of Web 2.0. BTL advertising is no more traditional than it is digital, they both have many different ways of adverting that share the same effectiveness and value. For example, a poster on a shop window most likely has the same effectiveness as a banner ad on a website. 

 Web 2.0 and audience targeting work together very well. Since the beginning of social media, digital advertising and internet marketing has grown drastically. Digital advertising allows the creator of a product to reach a whole new audience and bring in a bigger crowd. they manage this through methods such as pre-roll YouTube adverts on videos, banner ads, sponsored posts on Instagram, Facebook, Twitter, etc. The new generation of advertising has shifted audience targeting and made it so much easier. 

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